We love getting inside the heads of B2B buyers and finding cool, interesting ways to satisfy their curiosity, make them smarter—or persuade them to buy from our clients instead of a competitor. We love the challenge of a big, hairy spreadsheet just waiting to be filled with insight. And, yes, we love to measure everything—so we don't just deliver great content, but also great results. This is part of our entry for the CMI 2012 Orange Awards. See why we think BNJ should win at http://orangecrush.bnj.com.
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Orange Crush! A Quick Tour of the BNJ Content Practice
1. Orange Crush!
A Quick Tour of the BNJ
Content Practice for the
CMI 2012 Orange Awards
− Audience Insights
− Audit & Analysis
− Planning &
Development
− Analytics
− Sharing the Love
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3. Audience Insights
Buyer Persona Buyer’s Journey
− Relevant to who they are and what they care about
− Answers the questions they have at each stage/step
− Delivers content when, where and how they want it
− Incorporates messaging in contextually relevant way
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7. Audit & Analysis
What Do We Have? What Do We Need?
• Review content for quality, relevance, value and usability
• Map content by persona, buyer's journey stage and campaign touch
• Identify gaps and opportunities to improve or re-imagine content
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15. What's Missing?
Fresh Content to Fill the Gaps
− Business impact tools: How much will
it cost? How much can I save?
− Deployment guides: How hard will
this be? Who will help me?
− Validation: Why should I trust you?
What do your customers say?
− Variety of formats and lengths: What
if I don't have time to read a 20-page
whitepaper? What if I'm on my
mobile?
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16. Content Planning & Development
A Framework for Fresh Content
Thrillers Fillers Spillers
− Original research − Best practices − Infographics
− Analyst reports & − Product demos − Blog posts
rankings − Webcasts − Videos
− Personalized data − Case studies − Photos
and resources − ROI/TCO tools − Quizzes
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20. Thrillers
Personal website
Customized network diagram
Thrilling results: 9:1 ROI
46% of targeted accounts converted
to sales or pipeline
Client won B2B Marketer of the
Year
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26. Impact of an Infographic
Featured on ReadWriteWeb and Alltop. Republished on dozens of other 26
27. Impact of an Infographic
− More than 1,000 total shares
− Significant increase in traffic to site (and most of the
traffic was on other sites!)
− Big increases in traffic from social sites, with the
infographic representing the vast majority of
Facebook, LinkedIn and Twitter
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31. Goal: Content Intelligence
Buyer-centric method Healthy appreciation
for evaluation and for the role of content
planning of content in the Buyer's Journey
Understanding of
content best practices
as they relate to the
technology sale
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